Go Wide: The Marketing Mix For Live Events
In the world of live music events, the melody of marketing plays a crucial role in filling venues and creating unforgettable experiences. Over the past six months, we at Moss Media have had the privilege of being part of a larger marketing team running campaigns for live music events. The journey has been a fascinating blend of creativity, strategy, and learning.
Harmony in Marketing
One key principle that has been brought up often is: "Everything has its place." In the grand orchestra of event marketing, each instrument, from social media to local business partnerships, plays a vital role. My background in social media marketing has always been the aspect of marketing I focused on most, but this experience has underscored the importance of a more holistic approach.
The Marketing Mix: A Concerto of Strategies
Crafting the marketing mix for live music events is a balancing act that has a number of factors which need to be consider; audience, budget, locations, to name a few. All that come into play with the goal of achieving ticket sales. Think of it like composing a symphony. Each element must harmonise with the others to create a masterpiece.
Here's a closer look at the marketing methods that could be added:
Social Media: The lead vocalist, capturing attention and engaging audiences through both organic and paid efforts. Considered the best bang for your buck to reach large numbers of people while also serving as the most up-to-date source of information and an opportunity for community feedback.
Publications (PR): The strings section, adding depth and narrative to the melody. Although seen as a traditional method these days, it is still invaluable when trying to reach certain demographics.
Billboards: The brass, bold and impossible to ignore, signalling the event's presence. If your event has a billboard it must be legit - from the perspective of a potential attendee billboards provide a stamp of approval.
Posters: The percussion, setting the rhythm in local communities. A relatively cost effective way of adding touch points in a specific area. If I see a concert poster strapped to a lamp post on my way to and from the office five days a week for a month it’s likely to find a seat in my mind.
Emails: The woodwinds, personal and direct, reaching out to the core audience. Powerful way to reach past attendees and get them reminiscing. They may even become your sales agents gathering their friends in WhatsApp groups.
Venue Network: The bass, providing the foundation by leveraging existing foot traffic. Most experienced venues have tried and tested marketing methods that they employ for events. Be sure to leverage those and supply artwork fit for their platforms.
Performing Artists' Network: The guest soloists, bringing their unique fans to the performance. All artists on the lineup have a “cult” following that will sing from the roof tops about the event. Tap into those networks to generate word-of-mouth leverage.
Local Business Partnerships: The harmonies, enriching the concert with community support. Run specials, competitions and limited offers that support a local business and offer their community incentives to buy tickets.
Flyers: The piccolo, small but piercing through the noise. Be sparing, most flyers end up in the bin, but they do work to create a buzz in the last few days before the event. Busy intersections or sidewalks as close to the venue as possible are your target when flyer bombing.
Radio: The classical guitar, strumming the message across traditional airwaves. Lead with your most valuable asset to land an interview, like the headlining act for example. You can always buy an ad slot, however, securing an interview usually comes with social media exposure from the radio show hosts too.
Promoters: The conductors, ensuring every part of the campaign is in sync. Could be considered a luxury, however, they are the experts to employ if you need help. Experienced promoters will point out the blindspots and make sure your strategy covers all the bases.
Sponsors: The patrons, whose support amplifies the event's reach. Through funding, network and association, sponsors help your event reach a higher calibre and provide much greater access.
The Crescendo: Creating Awareness to Sell Tickets
The complexity of marketing live music events and events in general cannot be understated. It's a multifaceted endeavour that requires precision, creativity, and a deep understanding of the audience. The goal is not just to sell tickets but to create a buzz, a sense of anticipation that makes the event the must-attend spectacle of the season with strong feelings of FOMO so people return next time.
Encore: The Takeaway for Marketers
As you plan your next marketing campaign, remember the plethora of strategies at your disposal. Don't limit yourself to the familiar; explore and integrate various methods to reach your audience. And if the task seems daunting, remember, experts like us at Moss Media are here to help you maximise your efforts.
Let's make your next event a sold-out success. 🎶
